Analyzing the Affect of Brand Image, Service Quality, and Customer Satisfaction Toward Customer Loyalty in a Premium Coffeehouse Retailer, Case of Starbucks Indonesia in Tangerang Area

Abstract

Customer is the key driving of the consistent market share. Once customers feel
positive brand performance, it will be embedded in their mind. Customers might get positive
experience when they are satisfied. By enhancing positive image and excellent service quality
will lead customer to the satisfaction. The sense of satisfaction will influence customers to
become loyal. This thesis identifies the affect of brand image, service quality, customer
satisfaction toward customer loyalty of Starbucks Indonesia. It determines the strategy in order
to maintain and continually increase their market in Indonesia as well as build a stronger
relationship with their customers. This thesis using quantitative approach by distributed
questionnaire to 100 respondents and the data was analyzed using SPSS software and AMOS.
Overall, all dependent variables included shown significant affect toward customer satisfaction.
However, there are not directly affect from brand image and service quality toward customer
loyalty of Starbucks. Moreover, the result shown that college students in all inspected Starbucks
location are shifting from the secondary market to primary market and they considering as a
latent loyal customers.